Taking a cue from the superheroes it has created, a comic book publisher is attempting its own incredible feat: to become the first media company to offer a full-page advert across all of its publications, forever.

Shropshire-based Dare Comics has launched an auction on eBay, offering one advertiser the chance to place a full-page advert in the online edition of every comic it ever produces. The advertiser can update its copy once a month and use what is, in effect, a debenture for anything from a traditional display advert to something far more interactive.

The auction, which ends on 22 July, has already attracted a huge amount of interest from international brands, according to Dare founder Adam Hamdy. "I had no idea of the response we were going to get," he said.

Initially, the advert will run in its comic The Hunter, launched in hard copy in April and online this month.